This study aims to determine the effect of brand image and customer relationship management on customers' loyalty directly or through customer satisfaction. This study uses a quantitative research design and sampling technique by using purposive sampling. The population in this study are all customers of a Bank in Malang that consists of 200,000 customers with a total sample of 100 customers. Data analysis was done by using path analysis with SPSS 16.0. The results of this study are: (1) brand image has significant positive effect on customer satisfaction, (2) customer relationship management has significant positive effect of customer satisfaction, (3) brand image has positively significant effect on customer loyalty, (4) customer relationship management has significant positive effect on customer loyalty, (5) customer satisfaction has significant positive effect on customer loyalty, (6) brand image has indirect significant positive effect on the customer loyalty through customer satisfaction, and (7) customer relationship management has indirect significant positive effect on the customer loyalty through customer satisfaction.
Keywords: Brand Image, Customer Relationship Management, Customer Satisfaction, Customer LoyaltyOn point and well-planned marketing strategy does not apply only to big companies.In the world of banking similar strategy is applied for company's continuance through a good brand image and good customer relationship management so that a win-win relationship between customer and company can be created.The brand image is the consumer's perception of a brand. It relates to how a consumer draws on what they think about a certain brand and what they fell about that brand when they think about it (Susanto, 2004:24). According to Shimp (2000:10-12), the factors that create the brand image is brand association kinds, brand association support, brand association power and brand association unique.
Abstract— The purpose of this study is to determine the legal protection of contract workers in Termination of Employment, to prevent arbitrary termination of employment and to analyze the rights of contract workers who have been subject to Termination of Employment (PHK). The method used in this study uses normative legal research. namely relying on secondary data as the main data source. The conclusion of the analysis of contract workers who are laid off during the contract period must be given their rights while working until the end of the contract, and contract workers can take legal action if their rights are not fulfilled by the employer.
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